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Nano

Nano

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Published by sheenudi

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Published by: sheenudi on Mar 24, 2009
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07/22/2010

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IILM Institute for Higher Education
School of Business
Project on
NANO
 
1
 
TASK INVOLVED
Discussion with decision maker
Interviews with experts
Secondary data analysis
As our project is on Tata Nano and we were not able to make our approach to discuss with thedecision maker, interviewing with industry expert, and secondary data analysis. Since Nano isonly pre-launched and the final launch will take place in September 2008, and as this is thenew segment created by Tata’s so there was no secondary data available.
Qualitative research
In qualitative research we performed focus group in which we took a sample of 10-respondents. Who had a previous driving experience, driving licence, knowledge about Nano,and were from different cultures, regions, and of age group between 20-25yr. We made themaware about the topic, and collected their views about Nano.
ENVIRONMENTAL CONTEXT OF THE PROBLEM
PAST INFORMATION AND FORECAST
Tata is one of the oldest companies fighting to establish its position in small car segment.
RESOURCES AND CONSTRAINTS
Tata has wide resources in terms of infrastructure and money. But the rising price of steel inthe world market is major concern.
OBJECTIVE
2
 
Tata want to become no: 1 in automobile industry (both small and large) and want to provideeveryone with an affordable car of their dream.
BUYER BEHAVIOUR 
In India the market for four wheeler is huge.Demographic feature is also favourable for India
LEGAL ENVIRONMENT
With the increase in volume of traffic there will be pollution problems and also will increasethe accidents.
ECONOMIC ENVIRONMENT
As the GDP of India is rising the living standard of consumers is also rising and now their  purchasing power is also increasing. So there is more disposable income.
MARKETING AND TECHNOLOGICAL SKILLS
Tata has expertise in marketing and technology. Bosch developed 623.6cc multi point fuelinjection system engine will produce 33ps, which will give a performance of 20kmpl. The car has its engine at rear which increases the inner space of the car and it also has an air conditioner with heater.As far as the marketing of the Nano is concern, the affect of the promotion strategy can beseen during the launch of Nano in Auto-Expo 2008, New Delhi as the car has made hugeimpact on national and international media.
Management decision and Marketing research problem
Management decision problem:-
1. Will the conversion of ‘Nano’ to a taxi affect brand image and consequently sales?
3

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